orientation in enhancing marketing performance through inserting the techno-resonance innovation capability and product … innovativeness as factors to leverage marketing performance. Five hypotheses were developed and tested in a sample frame of 121 SMEs …-resonance innovation capability in two folds. Firstly, a techno-resonance innovation capability is proved as a mediator of marketing …

in determining rates of product and marketing innovations among farm-based agribusinesses. These findings further …

Objective: The study aimed to identify the marketing determinants of SMEs’ innovation ambidexterity and explore this … phenomenon in the firms from a post-transition Polish market. Specifically, market-sensing capability, entrepreneurial marketing … orientation, and marketing strategies were considered the possible determinants of innovation ambidexterity. The comparative …

strategies-and innovation performance. The study finds that the relationship is mediated by founding-team marketing capabilities … suggest that an exploratory strategy improves the founding team's marketing capabilities, whereas an exploitative strategy … worsens these capabilities. Exploitative strategy and the founding team's marketing abilities are negatively affected by …

prevailing organization's market orientation and marketing innovation activities. The sample of organizations consists of … and imports to GDP. This paper evaluates four types of marketing innovation activities (design, pricing, placing and … promotion methods) at the enterprise level as a factor of marketing capability. The analyzed sample consists of observations …

past and but not doing well because of lack of innovative approach in marketing. It is very easy to run when the conditions … develop new products. But marketing innovations in the laboratory of the marketplace are frequently as important in creating …, Kim and Srivastava (1998) also cite the restrictive definition of ‘Innovation' in marketing literature to mean largely …

effects of moderation in marketing constructs, namely customer relationship management (CRM) and knowledge management, in … implications for future research and marketing practices in Indonesia, giving implications for marketing managers and export …

fragmentation is disrupting the global business environment for new product growth, customer experiences and marketing innovation in … supporting marketing decisions. This study used qualitative content analysis methodology and relied on recent marketing research … research and product marketing success, with significant implications for academicians, practitioners, and policymakers …

Prior to a new product launch, marketers need to infer how demand will respond to various levels of marketing mix … variables in order to set an appropriate marketing plan. A critical challenge in estimating marketing mix responsiveness from … effects of marketing mix variables on sales. We refer to this as the quot;slope endogeneityquot; problem. Such endogeneity …